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What social media data mean for audience studies: a multidimensional investigation of Twitter use during a current affairs TV programme

机译：社交媒体数据对受众研究的意义：在时事电视节目中对Twitter使用的多维调查

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摘要

Both practitioners and researchers embrace the increasing volume of digital data to measure and understand audiences. This study focuses on Twitter use during an eminent Belgian current affairs television (TV) programme to investigate how people talk about TV on Twitter. The main objective of the study is to understand how we can interpret these digital traces and, in extension, discuss its utility and value for audience studies. More specifically, we define two validity issues related to the use of social media data: that is, the technological bias of data analysis and the alleged objectivity of the data. These issues are addressed through the combination of Twitter data and user insights. In particular, we focus on interaction patterns and the content of Twitter messages in relation to TV content. We compliment these analyses with in-depth interviews with a selection of Twitter users. The results confirm the variations and complexities of the use of digital objects such as the @-sign and the hashtag. In addition, although Twitter messages are unobtrusive measures, they reflect performances in the sense that they entail interpretations as well as representations of the self and one's programme taste. Users predominantly feel the need to scrutinize the actions and utterances of politicians and experts. The use of irony and sarcasm exemplifies the playfulness and fun factor of these activities. To conclude, we elaborate on the results in relation to the validity issues we put forth and discuss methodological and epistemological concerns related to the use of social media data in audience studies.
机译：从业人员和研究人员都拥抱不断增长的数字数据来衡量和了解受众。这项研究的重点是在比利时著名的时事电视（TV）计划中使用Twitter，以调查人们如何在Twitter上谈论电视。这项研究的主要目的是了解我们如何解释这些数字痕迹，并进一步讨论其用途和对受众研究的价值。更具体地说，我们定义了两个与使用社交媒体数据有关的有效性问题：数据分析的技术偏见和所谓的数据客观性。通过结合Twitter数据和用户见解可以解决这些问题。特别是，我们关注与电视内容相关的交互模式和Twitter消息的内容。我们对精选的Twitter用户进行了深入采访，对这些分析进行了补充。结果证实了数字对象（例如@符号和＃标签）使用的多样性和复杂性。此外，尽管Twitter消息是不干扰用户的措施，但它们从某种意义上反映了表演，因为它们包含对自我和程序品味的解释以及代表。用户主要感到有必要仔细检查政客和专家的行为和言论。使用讽刺和讽刺可以说明这些活动的趣味性和趣味性。总而言之，我们详细阐述与我们提出的有效性问题相关的结果，并讨论与受众研究中使用社交媒体数据有关的方法论和认识论方面的问题。

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